Guides and Templates

Website design and build briefing template

A Request for Proposal (RFP) template for a site redesign

 About this guide

We’ve created this template to help client-side digital marketing and Ecommerce managers brief a website design and build project to either an in-house team or to a digital / web design partner.

Guide structure

  • Budget guide
  • Timescale, redesign and bidding process
  • Website objectives
  • Background to web redesign project
  • Background on business and brand
  • Target audience
  • Competitor set
  • Marketing considerations
  • Content and content marketing
  • Creative style guidance
  • Desired site functionality
  • Technical considerations

How will this site redesign template guide help me?

We’ve created this template to help client-side digital marketing and Ecommerce managers brief a website design and build project to either an in-house team or to a digital / web design partner (freelancer or agency). Since most existing companies invest in redesigns rather than new site builds, it focuses on this. However, it can also be used for new site launch, such as a campaign microsite.

It’s been designed to provide as much information as possible to allow for an accurate quote and time estimate to be created. Ultimately, the aim is to elicit an accurate, effective response to the brief and therefore a successful website.

Digital agencies, web design agencies and consultants will find it useful for briefing in their own specialist suppliers, or to provide to clients, to define the requirements they are looking for from their clients. Agencies may also find it useful to review their proposals against.

Resource Details

About the author

Mark Kelly is a freelance digital marketing consultant working with agencies and direct clients of Mark Kelly digital consultancy. You can follow him on Twitter or connect on LinkedIn.

 

What does the site redesign template include?

The template includes 12 sections laid out in a table format in Word so that the brief is quick to create and clear for reviewers.

It’s based around 12 sections, in each of these, an explanation of what to include and why is included which can be deleted as you complete each section. The 12 sections are:

  • 1. Budget guide
  • 2. Timescale, redesign and bidding process
  • 3. Website objectives
  • 4. Background to web redesign project
  • 5. Background on business and brand
  • 6. Target audience
  • 7. Competitor set
  • 8. Marketing considerations
  • 9. Content and content marketing
  • 10. Creative style guidance
  • 11. Desired site functionality
  • 12. Technical considerations

Related template: Agency pitch / selection process scorecard 

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